In real estate, one of the most important – and often most avoided – responsibilities is  delivering tough news to a seller. Whether the campaign isn’t going to plan, the price isn’t  resonating with buyers, or the market is shifting beneath your feet, these conversations are part  of the job. 

According to Adrian Bo, CEO of Adrian Bo Real Estate Training & Auctions, the key is to approach these discussions early, with clarity, confidence, and professionalism – not  avoidance. 

Think Like a Trusted Adviser 

When breaking difficult news to a seller, agents should adopt the mindset of a trusted adviser – much like a client’s lawyer, accountant, or doctor. 

These professionals deliver information that can be challenging to hear, but they do so with a  clear path forward, grounded in expertise. They don’t sugar-coat reality, and neither should you. 

Tough conversations should come with: 

• Clarity – Here’s the situation. 
• Confidence – Here’s what we do next. 
• Integrity – Here’s why I’m recommending this change. 

By positioning yourself this way, you maintain your credibility and reinforce your value as a  professional, not just a service provider. 

Don’t Delay the Conversation 

A common mistake agents make is waiting until it’s too late – usually around the reserve  meeting or the final stages of the campaign. 

By that point, sellers feel blindsided, trust starts to erode, and it becomes harder to  recommend any necessary changes. 

Instead, Adrian recommends being proactive and transparent from the outset, especially if the  early signs indicate the campaign isn’t tracking as expected. Sellers deserve to know the truth  about their campaign in real time – not at the end when it's too late to adjust. 

Use Objective Metrics – Not Just Opinion 

When delivering feedback, avoid making it personal or vague. Sellers are more likely to accept  the reality of the situation when it’s based on clear, objective data. 

Use measurable campaign metrics, such as: 

• Number of web views 
• Email and phone enquiries 
• Social media performance
• Video clicks 
• Open for inspection attendance 

Then compare those numbers. For example, if your online enquiry numbers are high but  inspection numbers are low, it may indicate an issue with pricing or presentation. 

Let the data guide the conversation. It makes your feedback factual, not emotional, and  provides a strong foundation to recommend a new strategy. 

Adjusting the Three Key Levers 

Once the conversation has been opened, there are three levers that should be assessed: 

•  Presentation – Does the property look its best? Is styling required? 
•  Pricing – Is the price aligned with buyer expectations and comparable sales?
•  Marketing – Are you using the right channels with the right messaging to reach the right  audience? 

When any of these need adjustment, it’s your responsibility to say so clearly and confidently.  That’s where your role as a trusted professional comes into play. 

Delivering tough news to a seller isn’t something to fear—it’s something to take pride in. Being  open, honest, and objective throughout a campaign builds trust, reinforces your value, and  gives your client the best chance at a successful outcome. 

The key is to be indiscriminate in your advice, grounded in metrics, and confident enough to  recommend a path forward with integrity. 

By Adrian Bo, CEO of Adrian Bo Real Estate Training & Auctions.

More Adrian Bo readings 

Staying in Touch: The Key to Long-Term Real Estate Success 

The Danger of waiting for perfection in Real Estate

Handling Buyer Objections: How to stay firm on price while maintaining trust 

The Truth About Being a Standalone Agent in Real Estate

How Putting People First Builds Reputation and Success